Content-modification system with testing and reporting feature

ABSTRACT

In one aspect, a method is disclosed. The method includes identifying, by a content-presentation device, an upcoming content modification opportunity on an identified channel, where the identified upcoming content modification opportunity relates to a modifiable content-segment. The method also includes receiving, by the content-presentation device, the modifiable content-segment. The method further includes performing, by the content-presentation device, a set of operations to prepare the content-presentation device to perform a content-modification operation in connection with the identified upcoming content modification opportunity on the identified channel. The method additionally includes receiving, by the content-presentation device, an instruction to operate in a test mode. The method also includes responsive to receiving the instruction, outputting, by the content-presentation device, for presentation the modifiable content-segment without a modification that relates to supplemental content. The method further includes transmitting, by the content-presentation device, reporting data related to the performed set of operations.

RELATED DISCLOSURES

This application is a continuation of U.S. patent application Ser. No.16/850,499, filed Apr. 16, 2020, which claims priority under 35 U.S.C. §119(e) to U.S. Provisional Pat. App. No. 62/858,840 filed Jun. 7, 2019.Both of the aforementioned applications are incorporated herein byreference in their entireties.

USAGE AND TERMINOLOGY

In this disclosure, unless otherwise specified and/or unless theparticular context clearly dictates otherwise, the terms “a” or “an”mean at least one, and the term “the” means the at least one.

SUMMARY

In one aspect, a method is disclosed. The method includes identifying,by a content-presentation device, an upcoming content modificationopportunity on an identified channel, where the identified upcomingcontent modification opportunity relates to a modifiablecontent-segment. The method also includes receiving, by thecontent-presentation device, the modifiable content-segment. The methodfurther includes performing, by the content-presentation device, a setof operations to prepare the content-presentation device to perform acontent-modification operation in connection with the identifiedupcoming content modification opportunity on the identified channel. Themethod additionally includes receiving, by the content-presentationdevice, an instruction to operate in a test mode. The method alsoincludes responsive to receiving the instruction, outputting, by thecontent-presentation device, for presentation the modifiablecontent-segment without a modification that relates to supplementalcontent. The method further includes transmitting, by thecontent-presentation device, reporting data related to the performed setof operations.

In another aspect, a non-transitory computer-readable storage medium isdisclosed. The computer-readable storage medium has stored thereonprogram instructions that, upon execution by a processor, causeperformance of a first set of operations. The first set of operationsincludes identifying, by a content-presentation device, an upcomingcontent modification opportunity on an identified channel, where theidentified upcoming content modification opportunity relates to amodifiable content-segment. The first set of operations also includesreceiving, by the content-presentation device, the modifiablecontent-segment. The first set of operations further includesperforming, by the content-presentation device, a second set ofoperations to prepare the content-presentation device to perform acontent-modification operation in connection with the identifiedupcoming content modification opportunity on the identified channel. Thefirst set of operations additionally includes receiving, by thecontent-presentation device, an instruction to operate in a test mode.The first set of operations also includes responsive to receiving theinstruction, outputting, by the content-presentation device, forpresentation the modifiable content-segment without a modification thatrelates to supplemental content. The first set of operations furtherincludes transmitting, by the content-presentation device, reportingdata related to the performed second set of operations.

In another aspect, a computing system includes a processor and anon-transitory computer-readable storage medium, having stored thereonprogram instructions that, upon execution by the processor, causeperformance of a first set of operations. The first set of operationsincludes identifying, by a content-presentation device, an upcomingcontent modification opportunity on an identified channel, where theidentified upcoming content modification opportunity relates to amodifiable content-segment. The first set of operations also includesreceiving, by the content-presentation device, the modifiablecontent-segment. The first set of operations further includesperforming, by the content-presentation device, a second set ofoperations to prepare the content-presentation device to perform acontent-modification operation in connection with the identifiedupcoming content modification opportunity on the identified channel. Thefirst set of operations additionally includes receiving, by thecontent-presentation device, an instruction to operate in a test mode.The first set of operations also includes responsive to receiving theinstruction, outputting, by the content-presentation device, forpresentation the modifiable content-segment without a modification thatrelates to supplemental content. The first set of operations furtherincludes transmitting, by the content-presentation device, reportingdata related to the performed second set of operations.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 is a simplified block diagram of an example content-modificationsystem in which various described principles can be implemented.

FIG. 2 is a simplified block diagram of an example computing system inwhich various described principles can be implemented.

FIG. 3 is a diagram of example linear sequences of content and relatedconcepts.

FIGS. 4A, 4B, 4C, 4D, 4E, and 4F collectively make up a table showingexample time-periods and corresponding operations that can be performedin connection with the example content-modification system.

FIG. 5 is a flow chart of an example method.

DETAILED DESCRIPTION I. Overview

To deliver and present content to end-users, a content provider cantransmit the content to one or more content-distribution systems, eachof which can in turn transmit the content to one or more respectivecontent-presentation devices to be output for presentation to respectiveend-users. Such a hierarchical arrangement can facilitate convenient,widespread distribution of content.

By way of example, in order for a video content provider to delivervideo content to end-users throughout the United States, the videocontent provider can transmit the video content by satellite or anothermedium to content-distribution systems that serve respective designatedmarket areas (DMAs) within the United States. Each suchcontent-distribution system can therefore receive the national satellitefeed carrying the video content and can transmit the video content totelevision sets and/or set-top boxes in the content-distributionsystem's DMA, such that the video content can be output for presentationto respective end-users in that DMA. In practice, thesecontent-distribution systems and their means of transmission tocontent-presentation devices can take various forms. For instance, acontent-distribution system can be associated with a cable-televisionprovider and can transmit video content to content-presentation devicesof end-users who are cable-television subscribers through hybridfiber/coaxial cable connections.

As such, in various scenarios, a content-distribution system cantransmit content to a content-presentation device, which can receive andoutput the content for presentation to an end-user. In some situations,even though the content-presentation device receives content from thecontent-distribution system, it can be desirable for thecontent-presentation device to perform a content-modification operationso that the content-presentation device can output for presentationalternative content instead of at least a portion of that receivedcontent.

For example, in the case where the content-presentation device receivesa linear sequence of content segments that includes a givenadvertisement segment positioned somewhere within the sequence, it canbe desirable for the content-presentation device to replace the givenadvertisement segment with a different advertisement segment that isperhaps more targeted to the end-user (e.g., more targeted to theend-user's interests, demographics, etc.). As another example, it can bedesirable for the content-presentation device to overlay on the givenadvertisement segment, overlay content that enhances the givenadvertisement segment in a way that is again perhaps more targeted tothe end-user. The described content-modification system can facilitateproviding these and other related features.

In some situations, it can be desirable for the content-modificationsystem to perform one or more of the operations described herein fortesting purposes. In one example, this can involve thecontent-modification system (e.g., a content-presentation device and/orother components of the content-modification system) performing certainoperations to ensure that it can perform a content-modificationoperation, but without actually performing the content-modificationoperation.

For example, referring back to the situation described above where itcan be desirable for the content-presentation device to replace thegiven advertisement segment with a different advertisement segment, thecontent-presentation device can perform all the operations that areinvolved in preparing for this content-replacement operation, but canthen cease operations to avoid outputting for presentation the differentadvertisement segment. As such, the content-presentation device cancontinue outputting for presentation the given (originally-scheduled)advertisement. The content-presentation device can then transmitreporting data regarding these testing operations.

This reporting data can include, for example, an indication of whetherthe content-presentation device performed a desired set of operationsand/or an indication of whether performance of the desired set ofoperations was completed before a desired time. The testing data can beused for various useful purposes, such as to determine whether thecontent-modification system is capable of performing certain operations,which in turn can inform decisions about whether thecontent-modification system should attempt to schedule and/or performfuture content-modification operations. For instance, if the reportingdata indicates that a particular content-presentation device is unableto complete a content-modification operation, the content-modificationsystem might decide not to attempt to schedule futurecontent-modification operations for performance by that particularcontent-presentation device. Additionally or alternatively, thereporting data might indicate information associated with a cause of theerror encountered by the particular content-presentation device, inwhich case the content-modification system might decide to performactions to help correct whatever error might be preventing theparticular content-presentation device from being unable to complete thecontent-modification operation. The reporting data might provide otheradvantages as well.

II. Architecture

A. Content-Modification System

FIG. 1 is a simplified block diagram of an example content-modificationsystem 100. The content-modification system 100 can include variouscomponents, such as a content-distribution system 102, acontent-presentation device 104, a fingerprint-matching server 106, acontent-management system 108, a data-management system 110, and/or asupplemental-content delivery system 112.

The content-modification system 100 can also include one or moreconnection mechanisms that connect various components within thecontent-modification system 100. For example, the content-modificationsystem 100 can include the connection mechanisms represented by linesconnecting components of the content-modification system 100, as shownin FIG. 1.

In this disclosure, the term “connection mechanism” means a mechanismthat connects and facilitates communication between two or morecomponents, devices, systems, or other entities. A connection mechanismcan be or include a relatively simple mechanism, such as a cable orsystem bus, and/or a relatively complex mechanism, such as apacket-based communication network (e.g., the Internet). In someinstances, a connection mechanism can be or include a non-tangiblemedium, such as in the case where the connection is at least partiallywireless. In this disclosure, a connection can be a direct connection oran indirect connection, the latter being a connection that passesthrough and/or traverses one or more entities, such as a router,switcher, or other network device. Likewise, in this disclosure,communication (e.g., a transmission or receipt of data) can be a director indirect communication.

The content-modification system 100 and/or components thereof can takethe form of a computing system, an example of which is described below.

Notably, in practice, the content-modification system 100 is likely toinclude many instances of at least some of the described components. Forexample, the content-modification 100 is likely to include manycontent-distribution systems and many content-presentation devices.

B. Computing System

FIG. 2 is a simplified block diagram of an example computing system 200.The computing system 200 can be configured to perform and/or can performone or more operations, such as the operations described in thisdisclosure. The computing system 200 can include various components,such as a processor 202, a data-storage unit 204, a communicationinterface 206, and/or a user interface 208.

The processor 202 can be or include a general-purpose processor (e.g., amicroprocessor) and/or a special-purpose processor (e.g., a digitalsignal processor). The processor 202 can execute program instructionsincluded in the data-storage unit 204 as described below.

The data-storage unit 204 can be or include one or more volatile,non-volatile, removable, and/or non-removable storage components, suchas magnetic, optical, and/or flash storage, and/or can be integrated inwhole or in part with the processor 202. Further, the data-storage unit204 can be or include a non-transitory computer-readable storage medium,having stored thereon program instructions (e.g., compiled ornon-compiled program logic and/or machine code) that, upon execution bythe processor 202, cause the computing system 200 and/or anothercomputing system to perform one or more operations, such as theoperations described in this disclosure. These program instructions candefine, and/or be part of, a discrete software application.

In some instances, the computing system 200 can execute programinstructions in response to receiving an input, such as an inputreceived via the communication interface 206 and/or the user interface208. The data-storage unit 204 can also store other data, such as any ofthe data described in this disclosure.

The communication interface 206 can allow the computing system 200 toconnect with and/or communicate with another entity according to one ormore protocols. Therefore, the computing system 200 can transmit datato, and/or receive data from, one or more other entities according toone or more protocols. In one example, the communication interface 206can be or include a wired interface, such as an Ethernet interface or aHigh-Definition Multimedia Interface (HDMI). In another example, thecommunication interface 206 can be or include a wireless interface, suchas a cellular or WI-FI interface.

The user interface 208 can allow for interaction between the computingsystem 200 and a user of the computing system 200. As such, the userinterface 208 can be or include an input component such as a keyboard, amouse, a remote controller, a microphone, and/or a touch-sensitivepanel. The user interface 208 can also be or include an output componentsuch as a display device (which, for example, can be combined with atouch-sensitive panel) and/or a sound speaker.

The computing system 200 can also include one or more connectionmechanisms that connect various components within the computing system200. For example, the computing system 200 can include the connectionmechanisms represented by lines that connect components of the computingsystem 200, as shown in FIG. 2.

The computing system 200 can include one or more of the above-describedcomponents and can be configured or arranged in various ways. Forexample, the computing system 200 can be configured as a server and/or aclient (or perhaps a cluster of servers and/or a cluster of clients)operating in one or more server-client type arrangements, for instance.

As noted above, the content-modification system 100 and/or componentsthereof can take the form of a computing system, such as the computingsystem 200. In some cases, some or all these entities can take the formof a more specific type of computing system. For instance, in the caseof the content-presentation device 104, it can take the form of adesktop computer, a laptop, a tablet, a mobile phone, a television set,a set-top box, a television set with an integrated set-top box, a mediadongle, or a television set with a media dongle connected to it, amongother possibilities.

III. Example Operations

The content-modification system 100 and/or components thereof can beconfigured to perform and/or can perform one or more operations.Examples of these operations and related features will now be described.

As noted above, in practice, the content-modification system 100 islikely to include many instances of at least some of the describedcomponents. Likewise, in practice, it is likely that at least some ofdescribed operations will be performed many times (perhaps on a routinebasis and/or in connection with additional instances of the describedcomponents).

A. Operations Related to the Content-Distribution System TransmittingContent and the Content-Presenting Device Receiving and OutputtingContent

For context, general operations and examples related to thecontent-distribution system 102 transmitting content and thecontent-presentation device 104 receiving and outputting content willnow be described.

To begin, the content-distribution system 102 can transmit content(e.g., that it received from a content provider) to one or more entitiessuch as the content-presentation device 104. Content can be or includeaudio content and/or video content, for example. In some examples,content can take the form of a linear sequence of content segments(e.g., program segments and advertisement segments) or a portionthereof. In the case of video content, a portion of the video contentmay be one or more frames, for example.

The content-distribution system 102 can transmit content on one or morechannels (sometimes referred to as stations or feeds). As such, thecontent-distribution system 102 can be associated with a single channelcontent distributor or a multi-channel content distributor such as amulti-channel video program distributor (MVPD).

The content-distribution system 102 and its means of transmission ofcontent on the channel to the content-presentation device 104 can takevarious forms. By way of example, the content-distribution system 102can be or include a cable-television head-end that is associated with acable-television provider and that transmits the content on the channelto the content-presentation device 104 through hybrid fiber/coaxialcable connections. As another example, the content-distribution system102 can be or include a satellite-television head-end that is associatedwith a satellite-television provider and that transmits the content onthe channel to the content-presentation device 104 through a satellitetransmission. As yet another example, the content-distribution system102 can be or include a television-broadcast station that is associatedwith a television-broadcast provider and that transmits the content onthe channel through a terrestrial over-the-air interface to thecontent-presentation device 104. In these and other examples, thecontent-distribution system 102 can transmit the content in the form ofan analog or digital broadcast stream representing the content.

The content-presentation device 104 can receive content from one or moreentities, such as the content-distribution system 102. In one example,the content-presentation device 104 can select (e.g., by tuning to) achannel from among multiple available channels, perhaps based on inputreceived via a user interface, such that the content-presentation device104 can receive content on the selected channel.

In some examples, the content-distribution system 102 can transmitcontent to the content-presentation device 104, which thecontent-presentation device 104 can receive, and therefore thetransmitted content and the received content can be the same. However,in other examples, they can be different, such as where thecontent-distribution system 102 transmits content to thecontent-presentation device 104, but the content-presentation device 104does not receive the content and instead receives different content froma different content-distribution system.

The content-presentation device 104 can also output content forpresentation. As noted above, the content-presentation device 104 cantake various forms. In one example, in the case where thecontent-presentation device 104 is a television set (perhaps with anintegrated set-top box and/or media dongle), outputting the content forpresentation can involve the television set outputting the content via auser interface (e.g., a display device and/or a sound speaker), suchthat it can be presented to an end-user. As another example, in the casewhere the content-presentation device 104 is a set-top box or a mediadongle, outputting the content for presentation can involve the set-topbox or the media dongle outputting the content via a communicationinterface (e.g., an HDMI interface), such that it can be received by atelevision set and in turn output by the television set for presentationto an end-user.

As such, in various scenarios, the content-distribution system 102 cantransmit content to the content-presentation device 104, which canreceive and output the content for presentation to an end-user. In somesituations, even though the content-presentation device 104 receivescontent from the content-distribution system 102, it can be desirablefor the content-presentation device 104 to perform acontent-modification operation so that the content-presentation device104 can output for presentation alternative content instead of at leasta portion of that received content.

For example, in the case where the content-presentation device 104receives a linear sequence of content segments that includes a givenadvertisement segment positioned somewhere within the sequence, it canbe desirable for the content-presentation device 104 to replace thegiven advertisement segment with a different advertisement segment thatis perhaps more targeted to the end-user (i.e., more targeted to theend-user's interests, demographics, etc.). As another example, it can bedesirable for the content-presentation device 104 to overlay on thegiven advertisement segment, overlay content that enhances the givenadvertisement segment in a way that is again perhaps more targeted tothe end-user. The described content-modification system 100 canfacilitate providing these and other related features.

As noted above, in one example, content can take the form of a linearsequence of content segments. As such, in one example, thecontent-distribution system 102 can transmit a linear sequence ofcontent segments. This is referred to herein as a “transmissionsequence.” Likewise, the content-presentation device 104 can receive alinear sequence of content segments. This is referred to herein as a“receipt sequence.” In line with the discussion above, the transmissionsequence and the receipt sequence can be the same or they can bedifferent.

FIG. 3 illustrates some examples of these concepts. In one example, thetransmission sequence is the TRANSMISSION SEQUENCE 302 shown in FIG. 3.As shown, the TRANSMISSION SEQUENCE 302 includes a PROGRAM SEGMENT A302-A, followed by an AD SEGMENT B 302-B, followed by AD SEGMENT C302-C.

Likewise, in one example, the receipt sequence is the RECEIPT SEQUENCE304 shown in FIG. 3. In this example, the content-distribution system102 transmits the TRANSMISSION SEQUENCE 302 to the content-presentationdevice 104, which the content-presentation device 104 receives as theRECEIPT SEQUENCE 304, and therefore the TRANSMISSION SEQUENCE 302 andthe RECEIPT SEQUENCE 304 are the same. As such, as shown, the RECEIPTSEQUENCE 304 also includes the PROGRAM SEGMENT A 304-A, followed by theAD SEGMENT B 304-B, followed by the AD SEGMENT C 302-C.

In FIG. 3, the transmission time of the TRANSMISSION SEQUENCE 302 andthe receipt time of the RECEIPT SEQUENCE 304 are shown by way of theirrelationship to a TIMELINE 350. Notably, the transmission time and thereceipt time are offset from each other due to a content-transmissiondelay, which is described in greater detail below.

As noted above, in some situations, even though the content-presentationdevice 104 receives content from the content-distribution system 102, itcan be desirable for the content-presentation device 104 to perform acontent-modification operation so that the content-presentation device104 can output for presentation alternative content instead of at leasta portion of that received content. For example, in the case where thecontent-presentation device 104 receives the receipt sequence, ratherthan outputting for presentation the receipt sequence, thecontent-presentation device 104 can output for presentation a modifiedversion of the receipt sequence instead. This is referred to herein as a“modified sequence.”

For example, in the case where the receipt sequence includes a givenadvertisement segment positioned somewhere within the receipt sequence,it can be desirable for the content-presentation device 104 to replacethe given advertisement segment with a different advertisement segmentthat is perhaps more targeted to the end-user (i.e., more targeted tothe end-user's interests, demographics, etc.), thereby resulting in amodified sequence that the content-presentation device 104 can outputfor presentation.

To illustrate this, in one example, the modified sequence is the FIRSTMODIFIED SEQUENCE 306 shown in FIG. 3. As shown, the FIRST MODIFIEDSEQUENCE 306 includes the PROGRAM SEGMENT A 306-A, followed by the ADSEGMENT D 306-D (which replaced the AD SEGMENT B 304-B), followed by ADSEGMENT C 306-C.

As another example, it can be desirable for the content-presentationdevice 104 to overlay on the given advertisement segment, overlaycontent that enhances the given advertisement segment in a way that isagain perhaps more targeted to the end-user, thereby resulting in amodified sequence that the content-presentation device 104 can outputfor presentation.

To illustrate this, in another example, the modified sequence is theSECOND MODIFIED SEQUENCE 308 shown in FIG. 3. As shown, the SECONDMODIFIED SEQUENCE 308 includes the PROGRAM SEGMENT A 308-A, followed bythe AD SEGMENT B′ 308-B′ (which is the AD SEGMENT B 304-B modified withoverlay content), followed by AD SEGMENT C 308-C.

Other portions of FIG. 3 will be described later in this disclosure asrelated concepts are introduced and described.

Moving on in view of the context provided above, FIGS. 4A, 4B, 4C, 4D,4E, and 4F, collectively make up a table showing example time-periodsand corresponding operations that can be performed in connection withthe content-modification system 100. These and other related operationswill now be described.

B. Operations Related to the Content-Distribution System TransmittingFirst Content on a Channel

During a time-period T1, the content-distribution system 102 cantransmit content on a channel to the content-presentation device 104.This content is referred to herein as “first content.” In one example,the first content is the FIRST CONTENT 310 shown in FIG. 3.

During a time-period T2, the content-distribution system 102 cangenerate fingerprint data representing the first content. Thisfingerprint data is referred to herein as “first fingerprint data.” Thecontent-distribution system 102 can generate the first fingerprint datausing any content fingerprinting process now known or later developed.An example fingerprint generation technique is described in U.S. Pat.No. 9,495,451 issued Nov. 15, 2016, the entirety of which is herebyincorporated by reference herein. The content-distribution system 102can generate first fingerprint data at a given rate, such as at the rateof one fingerprint per frame of the first content. The first fingerprintdata can be or include some or all of these generated fingerprints.

The content-distribution system 102 can access the first content atvarious points within the content-distribution system 102. As oneexample, the content-distribution system 102 can access the firstcontent after it is output by a distribution amplifier within thecontent-distribution system 102.

Also during the time-period T2, the content-distribution system 102 cangenerate metadata associated with the first content and/or the firstfingerprint data. This metadata is referred to herein as “firstmetadata.” In one example, the first metadata can be or include atransmission time-stamp, which represents a time-point at which thecontent-distribution system 102 transmitted the first content. Thecontent-distribution system 102 can determine the transmissiontime-stamp in various ways, such as based on a time clock that issynchronized to a reference clock.

As another example, the first metadata can be or include a channelidentifier, which identifies the channel on which thecontent-distribution system 102 is transmitting the first content. Thecontent-distribution system 102 can determine the channel identifier invarious ways such as based on mapping data that maps thecontent-distribution system 102 and/or physical inputs and/or outputswithin the content-distribution system 102 to respective channelidentifiers. In one example, in the case where the content-distributionsystem 102 transmits content A on channel A, content B on channel B, andcontent C on channel C, the mapping data can specify which of threedifferent outputs (perhaps on three different distribution amplifiers)maps to which channel identifier, such that the content-distributionsystem 102 can determine the appropriate channel identifier for contentof a given channel.

As another example, the first metadata can be or include SCTE-104 data,a watermark, or a similar type of metadata, any of which can themselvesencode other metadata, such as a program identifier, an advertisementidentifier (e.g., an industry standard coding identification (ISCI)key), a program genre, or another type of textual or numeric metadata,for instance.

The content-distribution system 102 can associate the first fingerprintdata with the first metadata in various ways. For instance, in the casewhere the first fingerprint data includes multiple fingerprints witheach fingerprint representing a corresponding frame of the firstcontent, the content-distribution system 102 can associate eachfingerprint with a corresponding transmission time-stamp and/or withother corresponding first metadata.

During a time-period T3, the content-distribution system 102 cantransmit the first fingerprint data and the first metadata to thefingerprint-matching server 106. The content-distribution system 102 cantransmit the first fingerprint data and the first metadata at a giveninterval. For example, every two seconds, the content-distributionsystem 102 can transmit the first fingerprint data and the firstmetadata that it generated during that most recent two-secondtime-period.

C. Operations Related to the Content-Presentation Device ReceivingSecond Content

During a time-period T4, the content-presentation device 104 can receivecontent from the content-distribution system 102. This content isreferred to herein as “second content.” In one example, the secondcontent is the SECOND CONTENT 312 shown in FIG. 3.

During a time-period T5, the content-presentation device 104 cangenerate fingerprint data representing the second content. Thisfingerprint data is referred to herein as “second fingerprint data.” Thecontent-presentation device 104 can generate the second fingerprint datausing any content fingerprinting process now known or later developed.The content-presentation device 104 can generate the second fingerprintdata at various rates, such as at the rate of one fingerprint per frameof the second content. The second fingerprint data can be or includesome or all of these generated fingerprints.

The content-presentation device 104 can access the second content atvarious points within the content-presentation device 104. As oneexample, the content-presentation device 104 can access the secondcontent as it is being received by an input buffer (e.g., an HDMIbuffer) of the content-presentation device 104. In anotherconfiguration, the content-presentation device 104 can access the secondcontent as it is being received by a display buffer of thecontent-presentation device 104. In this configuration, the secondcontent can therefore be content that the content-presentation device104 not only receives, but also outputs for presentation.

Also during the time-period T5, the content-presentation device 104 cangenerate metadata associated with the second content and/or the secondfingerprint data. This metadata is referred to herein as “secondmetadata.” As one example, the second metadata can be or include areceipt time-stamp, which represents a time-point at which thecontent-presentation device 104 received the second content. Thecontent-presentation device 104 can determine the receipt time-stamp invarious ways, such as based on a time clock that is synchronized to areference clock. As noted above, the content-presentation device 104 canaccess the second content at various points within thecontent-presentation device 104. In one example, the point at which thesecond content is accessed can be considered the “receipt” point forpurposes of determining the receipt time-stamp.

In practice, while the first metadata is likely to be or include achannel identifier, the second metadata is likely to not be nor includea channel identifier.

The content-presentation device 104 can associate the second fingerprintdata with the second metadata in various ways. For instance, where thesecond fingerprint data includes multiple fingerprints with eachfingerprint representing a corresponding frame of second content, thecontent-presentation device 104 can associate each second fingerprintwith a corresponding receipt time-stamp and/or other correspondingmetadata.

During a time-period T6, the content-presentation device 104 cantransmit the second fingerprint data and the second metadata to thefingerprint-matching server 106. The content-presentation device 104 cantransmit the second fingerprint data and the second metadata at a giveninterval. For example, every two seconds, the content-presentationdevice 104 can transmit the second fingerprint data and the secondmetadata that it generated during that most recent two-secondtime-period.

D. Operations Related to Identifying a Channel on Which theContent-Presentation Device is Receiving the Second Content

During a time-period T7, the fingerprint-matching server 106 can receivethe first fingerprint data and the first metadata from thecontent-distribution system 102. As noted above, the first fingerprintdata represents the first content transmitted by thecontent-distribution system 102 on the channel. As noted above, thefirst metadata can, and for the purposes of this described example does,identify the channel. In this way, the first content can be consideredas content being transmitted on an identified channel.

During a time-period T8, the fingerprint-matching server 106 can receivethe second fingerprint data and the second metadata from thecontent-presentation device 104. As noted above, the second fingerprintdata represents the second content received by the content-presentationdevice 104. However, as noted above, the associated metadata may not,and for the purposes of this described example does not, identify thechannel. In this way, the second content can be considered as contentbeing received on an unidentified channel.

During a time-period T9, the fingerprint-matching server 106 can comparethe first fingerprint data and the second fingerprint data to determinewhether there is a match. In this disclosure, this type of matchattempt, namely a match attempt between (i) reference fingerprint datarepresenting content being transmitted on an identified channel and (ii)query fingerprint data representing content being received on anunidentified channel, is referred to herein as a “cold match attempt.”

During a time-period T10, based on the comparing, thefingerprint-matching server 106 can detect a match between the firstfingerprint data and the second fingerprint data. Thefingerprint-matching server 106 can compare and/or detect a matchbetween fingerprint data using any content fingerprint comparing andmatching technique now known or later developed. An example fingerprintcomparing and matching technique is described in U.S. Pat. No. 9,146,990issued Sep. 29, 2015, the entirety of which is hereby incorporated byreference herein.

To effectively compare the first fingerprint data and the secondfingerprint data, the fingerprint-matching server 106 may need toaccount for a content-transmission delay. For context, in the case wherethe content-distribution system 102 transmits a given frame of contenton a given channel at a time-point A, for various reasons, thecontent-presentation device 104 may not receive that frame until atime-point B that is later (e.g., ten seconds later) than the time-pointA. This type of delay is referred to herein as a “content-transmissiondelay.”

In one example, the time-point A, the time-point B, and thecontent-transmission delay can be the TIME-POINT A 314, the TIME-POINT B316, and the CONTENT-TRANSMISSION DELAY 318, respectively, shown FIG. 3.Note that FIG. 3 is for illustration purposes and is not necessarily toscale at least with respect to time. In practice, the actual amount ofcontent-transmission delay may be different from the amount shown.

To help the fingerprint-matching server 106 effectively compare thefirst fingerprint data with the second fingerprint data, thefingerprint-matching server 106 may need to account for such acontent-transmission delay. In one example, the fingerprint-matchingserver 106 can do this by comparing the first fingerprint data that itreceives at a receipt time-point with the second fingerprint data thatit receives during a time-period defined by a starting time-point and anending time-point. The starting time-point can be the receipt time-pointplus an offset representing an anticipated content-transmission delay(e.g., ten seconds), minus a tolerance a time-period (e.g., twoseconds). The ending time-point can be the receipt time-point plus theoffset (e.g., ten seconds), plus the tolerance a time-period (e.g., twoseconds). As such, in one example where the anticipatedcontent-transmission delay is 10 seconds, the fingerprint-matchingserver 106 can compare first fingerprint data that it receives at areceipt time-point with second fingerprint data that it receives duringa time-period between (i) the receipt time-point plus eight seconds and(ii) receipt time-point plus twelve seconds.

In some cases, the fingerprint-matching server 106 can determine acontent-transmission delay, which it can use to select an appropriateoffset for use in determining the starting and ending time-points, asdescribed above. The fingerprint-matching server 106 can determine thecontent-transmission delay in various ways. For example, after thefingerprint-matching server 106 detects a match based on a cold matchattempt, the fingerprint-matching server 106 can determine thecontent-transmission delay as a difference between the correspondingtransmission time-stamp (of the first metadata) and the correspondingreceipt time-stamp (of the second metadata), for example. Notably, thecontent-transmission delay can vary from channel to channel.

During a time-period T11, based on the detected match, thefingerprint-matching server 106 can identify the channel on which thesecond content is being received by the content-presentation device 104.In one example, the fingerprint-matching server 106 can identify thechannel based on the channel identifier metadata associated with thefirst fingerprint data used to detect the match.

Notably, in practice, since there are likely to be multiple potentialchannels on which the content-presentation device 104 is receiving thesecond content, the fingerprint-matching server 106 is likely to comparethe second fingerprint data with multiple instances of first fingerprintdata (each representing a different respective instance of first contenton a different respective channel), to determine which of those multipleinstances matches the second fingerprint data.

Also, in some cases, the fingerprint-matching server 106 can detect amatch between the second fingerprint data and each of multiple instancesof first fingerprint data (each representing a different respectiveinstance of first content on a different respective channel). This isreferred to herein as a “multimatch scenario” and can occur for variousreasons. For example, this can occur when the content-distributionsystem 102 is transmitting the same or similar content on more than onechannel at or about the same time. In this scenario, thefingerprint-matching server 106 can perform additional operations toidentity, from among the multiple channels associated with themultimatch scenario, on which specific channel the content-presentationdevice 104 is receiving the second content. The fingerprint-matchingserver 106 can do this using any channel multimatch disambiguationtechnique now known or later developed. An example channel multimatchdisambiguation technique is described in U.S. Pat. No. 9,992,533 issuedJun. 5, 2018, the entirety of which is hereby incorporated by referenceherein.

E. Operations Related to Determining Historical Content Consumption Data

During a time-period T12, the fingerprint-matching server 106 cangenerate metadata associated with the identified channel. For example,the metadata can be or include a channel identification time-stamp. Thefingerprint-matching server 106 can determine the channel identificationtime-stamp in various ways, such as based on a time clock that issynchronized to a reference clock. In another example, the metadata canbe or include a device identifier that identifies thecontent-presentation device 104 that is receiving content on theidentified channel. The fingerprint-matching server 106 can determinethe device identifier in various ways, such as by receiving it from thecontent-presentation device 104. In another example, thefingerprint-matching server 106 can receive data (e.g., deviceregistration data) from the content-presentation device 104 and can usemapping data to map the received data to determine the deviceidentifier.

During a time-period T13, the fingerprint-matching server 106 cantransmit an indication of the identified channel and the associatedmetadata to the data-management system 110.

During a time-period T14, the data-management system 110 can receive theindication of the identified channel and the associated metadata fromthe fingerprint-matching server 106.

The data-management system 110 can use the received indication of theidentified channel and the associated metadata, perhaps with other data,to determine when the content-presentation device 104 has receivedcontent on the identified channel, what specific content thecontent-presentation device 104 has received, etc. This type of data isreferred to herein as “historical content consumption data.”

As such, during a time-period T15, the data-management system 110 candetermine historical content consumption data associated with thecontent-presentation device 104.

F. Operations Related to the Content-Distribution System TransmittingThird Content

As noted above, the fingerprint-matching server 106 can identify thechannel on which the content-presentation device 104 is receiving thesecond content.

During a time-period T16, the content-distribution system 102 cantransmit content on the identified channel to the content-presentationdevice 104. This content is referred to herein as “third content.” Inone example, the third content is the THIRD CONTENT 320 shown in FIG. 3.In practice, the content-distribution system 102 is likely to transmitthe third content shortly after (e.g., immediately after or a fewseconds or minutes after) transmitting the first content.

During a time-period T17, the content-distribution system 102 cangenerate fingerprint data representing the third content. Thisfingerprint data is referred to herein as “third fingerprint data.”

Also during the time-period T17, the content-distribution system 102 cangenerate metadata associated with the third content and/or the thirdfingerprint data. This metadata is referred to herein as “thirdmetadata.” The content-distribution system 102 can also associate thethird fingerprint data with the third metadata.

During a time-period T18, the content-distribution system 102 cantransmit the third fingerprint data and the third metadata to thefingerprint-matching server 106.

The content-distribution system 102 can transmit the third content,generate the third fingerprint data, generate the third metadata,associate the third fingerprint data with the third metadata, andtransmit the third fingerprint data and the third metadata in variousways, such as ways that are the same as or similar to those describedabove in connection with transmitting the first content, generating thefirst fingerprint data, generating the first metadata, associating thefirst fingerprint data with the first metadata, and transmitting thefirst fingerprint data and the first metadata.

G. Operations Related to the Content-Management System Receiving aModifiable Content-Segment

During a time-period T19, the content-management system 108 can receivecontent in the form of a content segment that has been identified as acandidate to be modified. This content is referred to herein as a“modifiable content-segment” or “fourth content.” In one example, themodifiable content-segment is the MODIFIABLE CONTENT-SEGMENT 322 shownin FIG. 3.

The modifiable content-segment can take various forms. For example, themodifiable content-segment can be an advertisement segment (e.g., acommercial) or a program segment. As such, in one example, themodifiable content-segment can be an advertisement segment that has beenidentified as a candidate to be modified, perhaps by way of beingreplaced with a different advertisement segment, and/or by way of havingcontent overlaid thereon.

In one example, a user, perhaps associated with the content-distributionsystem 102, can facilitate uploading the modifiable content-segment tothe content-management system 108, such that the content-managementsystem 108 can receive it in this way.

During a time-period T20, the content-management system 108 can generatefingerprint data representing the modifiable content-segment. Thisfingerprint data is referred to herein as “fourth fingerprint data.” Thecontent-management system 108 can generate the fourth fingerprint datausing any fingerprint generation technique now known or later developed.The content-management system 108 can generate the fourth fingerprintdata at a given rate, such as at the rate of one fingerprint per frameof the fourth content. The fourth fingerprint data can be or includesome or all of these generated fingerprints.

Also during the time-period T20, the content-management system 108 cangenerate metadata associated with the modifiable content-segment and/orthe fourth fingerprint data. This metadata is referred to herein as“fourth metadata.” As one example, the fourth metadata can be or includea duration of the modifiable content-segment. The content-managementsystem 108 can determine the duration in various ways, such as based onthe fingerprint generation process. For example, in the case where thecontent-management system 108 generating the fourth fingerprint datainvolves generating one fingerprint per frame, where the modifiablecontent-segment has a frame rate of 30 frames per second, and where thefingerprinting process results in 300 fingerprints being generated, thecontent-management system 108 can deduce that the modifiablecontent-segment has a duration of ten seconds. The metadata can also beor include other information about the modifiable content-segment, suchas a content segment identifier, a title, and/or specifics aboutpermissible ways in which the modifiable content-segment can bemodified, etc.

During a time-period T21, the content-management system 108 can transmitthe fourth fingerprint data and the fourth metadata to thefingerprint-matching server 106.

In practice, the content-management system 108 is likely to receive manymodifiable content-segments. In such situations, the content-managementsystem 108 can perform one or more of the operations described above, asappropriate for each of the many received modifiable content-segments.As such, the content-management system 108 can transmit many instancesof fourth fingerprint data, each corresponding with a differentrespective modifiable content-segment, to the fingerprint-matchingserver 106.

H. Operations Related to the Fingerprint-Matching Server Identifying anUpcoming Content Modification Opportunity on the Identified Channel

During a time-period T22, the fingerprint-matching server 106 canreceive the third fingerprint data and the third metadata from thecontent-distribution system 102. As noted above, the third fingerprintdata represents the third content transmitted by thecontent-distribution system 102 on the identified channel.

During a time-period T23, the fingerprint-matching server 106 canreceive the fourth fingerprint data and the fourth metadata from thecontent-management system 108. As noted above, the fourth fingerprintdata represents the modifiable content-segment.

During a time-period T24, the fingerprint-matching server 106 cancompare at least a portion of the third fingerprint data with at least aportion of the fourth fingerprint data to determine whether there is amatch.

During a time-period T25, based on the comparing, thefingerprint-matching server 106 can detect a match between the at leasta portion of the third fingerprint data and the at least a portion ofthe fourth fingerprint data. The fingerprint-matching server 106 cancompare and/or detect a match between fingerprint data using any contentfingerprint comparing and matching process now known or later developed.

During a time-period T26, based on the detected match, thefingerprint-matching server 106 can determine that at least a portion ofthe modifiable content-segment is included within the third content, andtherefore can identify an upcoming content modification opportunity onthe identified channel. For example, the fingerprint-matching server 106can determine that at least a beginning portion of the MODIFIABLECONTENT-SEGMENT 322 is included within the THIRD CONTENT 320, as shownin FIG. 3, and therefore can identify an upcoming content modificationopportunity.

As noted above, the fingerprint-matching server 106 can generate thirdmetadata, which can be the same as or similar to the first metadata. Assuch, the third metadata can be or include a transmission time-stampand/or a channel identifier, for example. However, the third metadatacan also be or include a position of at least a portion of themodifiable content-segment within the third content. In one example, themetadata can specify this using a starting frame marker and an endingframe marker, each corresponding with a respective frame of the thirdcontent. The fingerprint-matching server 106 can determine the startingframe marker and the ending frame marker based on the matching.

Notably, in practice, since there are likely to be multiple potentialmodifiable content-segments where portions thereof could be includedwithin the third content, the fingerprint-matching server 106 is likelyto compare at least a portion of the third fingerprint data with atleast a portion of multiple instances of fourth fingerprint data (eachrepresenting a different respective instance of a modifiablecontent-segment), to determine which of those multiple instances of thefourth fingerprint data has a portion that matches the at least aportion of the third fingerprint data.

I. Operations Related to Preparing the Content-Presentation Device toPerform a Content-Modification Operation in Connection with theIdentified Upcoming Content Modification Opportunity

During a time-period T27, based on the detected match, thefingerprint-matching server 106 can transmit the third fingerprint dataand the third metadata to the content-presentation device 104 data tofacilitate preparing the content-presentation device 104 to perform acontent-modification operation in connection with the identifiedupcoming content modification opportunity.

During a time-period T28, the content-presentation device 104 canreceive the third fingerprint data and the third metadata from thefingerprint-matching server 106.

During a time-period T29, the content-presentation device 104 canreceive content on the identified channel. This content is referred toherein as “fifth content.” In one example, the fifth content is theFIFTH CONTENT 324 shown in FIG. 3.

For various reasons (e.g., due to a transmission delay associated withtransmitting fingerprint data and metadata being shorter that thecontent-transmission delay), the content-presentation device 104 canreceive the third fingerprint data and the third metadata from thefingerprint-matching server 106 before receiving the fifth content fromthe content-distribution system 102. In this way, thecontent-presentation device 104 can receive fingerprint datarepresenting content that the content-presentation device 104 isexpecting to receive shortly thereafter, and that thecontent-presentation device should actually receive shortly thereafterunless an interruption event (e.g., a channel-change event) occurs.

In practice, similar to how the content-distribution system 102 islikely to transmit the third content shortly after (e.g., immediatelyafter or a few seconds or minutes after) transmitting the first content,the content-presentation device 104 is likely to receive the fifthcontent shortly after (e.g., immediately after or a few seconds orminutes after) receiving the second content.

During a time-period T30, the content-presentation device 104 can outputfor presentation at least a portion of the fifth content. For example,referring to FIG. 3, the content-presentation device can output forpresentation the portion of the FIFTH CONTENT 324 that is the endportion of the PROGRAM SEGMENT A 304-A.

As noted above, in some situations, even though the content-presentationdevice 104 receives content from the content-distribution system 102, itcan be desirable for the content-presentation device 104 to perform acontent-modification operation so that the content-presentation device104 can output for presentation alternative content instead of at leasta portion of the received content.

As such, even though the content-presentation device 104 receives thefifth content and outputs for presentation at least a portion of thefifth content, it can be desirable for the content-presentation device104 to perform a content-modification operation so that thecontent-presentation device 104 can also output for presentationalternative content instead of at least another portion (e.g., theremaining portion) of the fifth content. For example, referring to FIG.3, it can be desirable for the content-presentation device 104 toreplace at least a portion of the AD SEGMENT B 304-B with at least aportion of a different advertisement segment that is perhaps moretargeted to the end-user. As another example, it can be desirable forthe content-presentation device 104 to overlay on at least a portion ofthe AD SEGMENT B 304-B, overlay content that enhances at least a portionof the AD SEGMENT B 304-B in a way that is again perhaps more targetedto the end-user.

During a time-period T31, the content-presentation device 104 cangenerate fingerprint data representing the fifth content. Thisfingerprint data is referred to herein as “fifth fingerprint data.” Thecontent-distribution system 102 can generate the fifth fingerprint datausing any content fingerprinting process now known or later developed.The content-presentation device 104 can generate the fifth fingerprintdata at various rates, such as at the rate of one fingerprint per frameof the fifth content. The fifth fingerprint data can be or include someor all of these generated fingerprints.

Also during the time-period T31, the content-presentation device 104 cangenerate metadata associated with the fifth content and/or the fifthfingerprint data. This metadata is referred to herein as “fifthmetadata.”

The content-presentation device 104 can receive the fifth content,generate the fifth fingerprint data, generate the fifth metadata,associate the fifth fingerprint data with the fifth metadata in variousways, such as ways that are the same as or similar to those describedabove in connection with receiving the second content, generating thesecond fingerprint data, generating the second metadata, and associatingthe second fingerprint data with the second metadata.

As noted above, the content-presentation device 104 can receive thethird fingerprint data from the fingerprint-matching server 106 and cangenerate the fifth fingerprint data.

During a time-period T32, the content-presentation device 104 cancompare the third fingerprint data and the fifth fingerprint data todetermine whether there is a match.

During a time-period T33, based on the comparing, thecontent-presentation device 104 can detect a match between the thirdfingerprint data and the fifth fingerprint data. In this disclosure,this type of match attempt, namely a match attempt between (i) referencefingerprint data representing content transmitted by thecontent-distribution system 102 on an identified channel (at least basedon the most recent channel identification analysis), and (ii) queryfingerprint data representing content being received by thecontent-presentation device 104 on the same identified channel, isreferred to herein as a “hot match attempt.” The fingerprint-matchingserver 106 can compare and/or detect a match between fingerprint datausing any content fingerprint comparing and matching process now knownor later developed.

During a time-period T34, based on the detected match, thecontent-presentation device 104 can determine a time-point at which theidentified upcoming modification opportunity starts. This is referred toherein as the “modification start-time.” In one example, themodification start-time is the MODIFICATION START-TIME 326 as shown FIG.3.

In one example, the content-presentation device 104 can determine themodification start-time by starting with the transmission time-stampassociated with the starting frame marker (which, as described above,can be or be included in the third metadata) and adding thecontent-transmission delay to that transmission time-stamp, to arrive atthe modification start-time.

As another example, the content-presentation device 104 can determinethe modification start-time by first establishing a synchronous lockbetween the third content, the third fingerprint data, and/or the thirdmetadata on the one hand, and the fifth content, the third fifthfingerprint data, and/or the fifth metadata, on the other hand. Thecontent-presentation device 104 can establish the synchronous lock usingany synchronous lock technique now known or later developed. An examplesynchronous lock technique is described in U.S. Pat. No. 10,506,275issued Dec. 10, 2019, the entirety of which is hereby incorporated byreference herein. Another example synchronous lock technique isdescribed in U.S. Pat. App. Pub. No. 2020/0029108 published Jan. 23,2020, the entirety of which is hereby incorporated by reference herein.

The content-presentation device 104 can then determine the modificationstart-time by determining a time-period between (i) a current receipttime-stamp associated with a first portion of the fifth content that thecontent-presentation device 104 is currently receiving and (ii) based onthe synchronous lock, an anticipated receipt time-stamp associated witha second portion of the fifth content that is the start of themodifiable content-segment, and then adding the determined time-periodto the current receipt time-stamp, to arrive at the modificationstart-time.

Also during the time-period T34, based on the detected match, thecontent-presentation device 104 can determine a time-point at which theidentified upcoming modification opportunity ends. This is referred toherein as the “modification end-time.” In one example, the modificationend-time is the MODIFICATION END-TIME 328 as shown FIG. 3.

In one example, the content-presentation device 104 can determine themodification end-time by starting with the modification start-time andadding the duration of the modifiable content-segment (which, asdescribed above, can be or be included in the fourth metadata) to themodification start-time, to arrive at the modification end-time.

Notably, if the content-presentation device 104 performs a hot matchattempt and does not detect a match, the content-presentation device 104can determine that the content-presentation device 104 is no longerreceiving content on the most recently identified channel. In response,the content-presentation device 104 can repeat one or more of theoperations described above so that the fingerprint-matching server 106can perform another cold match attempt, to attempt to identify thechannel again.

During a time-period T35, the content-presentation device 104 cantransmit a request for content for use in connection with performing thecontent-modification operation, to the content-management system 108.This content is referred to herein as “supplemental content.” In oneexample, the content-presentation device 104 can transmit the requestbefore the modification start-time (e.g., ten seconds before). In somecases, the request can include selection criteria for the supplementalcontent, which the content-presentation device 104 can determine basedon the third metadata that the content-presentation device 104 receivesfrom the fingerprint-matching server 106, for instance.

For example, the selection criteria can specify a requested type ofcontent (e.g., a replacement content segment or overlay content),duration (e.g., 15 seconds, 30 seconds, or 60 seconds), aspect ratio(e.g., 4:3 or 16:9), and/or resolution (e.g., 720 p or 1080 p).

During a time-period T36, the content-management system 108 can receivethe request and use it as a basis to select supplemental content fromamong multiple supplemental content items that are available forselection. In some cases, the content-management system 108 can receiveand consider various data to help inform which supplemental content toselect. For example, the content-management system 108 can receivehistorical content consumption data for the content-presentation device104 from the data-management system 110 and/or the content-managementsystem 108 can receive demographic data from a demographic dataprovider. The content-management system 108 can then use at least thereceived historical content consumption data and/or the receiveddemographic data as a basis to select the supplemental content.

The content-management system 108 can cause the selected supplementalcontent to be transmitted to the content-presentation device 104. In oneexample, the content-management system 108 can do this by communicatingwith a supplemental-content delivery system 112 that can host thesupplemental content. The supplemental-content delivery system 112 cantake various forms and can include various components, such as a contentdistribution network (CDN).

During a time-period T37, the content-management system 108 can transmita request for a link (e.g., a Uniform Resource Identifier (URI) or aUniform Resource Locator (URL)) pointing to the hosted supplementalcontent, to the supplemental-content delivery system 112.

During a time-period T38, the supplemental-content delivery system 112can receive and respond to the request for the link by transmitting therequested link to the content-management system 108.

During a time-period T39, the content-management system 108 can then inturn transmit the link to the content-presentation device 104.

During a time-period T40, the content-presentation device 104 canreceive the link, which it can use to retrieve the supplemental contentfrom the supplemental-content delivery system 112, such that thecontent-presentation device 104 can use the retrieved supplementalcontent in connection with performing the content-modificationoperation. In one example, the content-presentation device 104 canretrieve the supplemental content and store the supplemental content ina data-storage unit of the content-presentation device 104.

As such, in some examples, the content-presentation device 104 canreceive the modifiable content-segment from one source (e.g., thecontent-distribution system 102), and the supplemental content fromanother source (e.g., the supplemental-content delivery system 112).These segments can be transmitted to, and received by, thecontent-presentation device 104 in different ways. For example, thecontent-distribution system 102 can transmit, and thecontent-presentation device 104 can receive, the modifiablecontent-segment as a broadcast stream transmission, whereas thesupplemental-content delivery system 112 can transmit, and thecontent-presentation device 104 can receive, the supplemental content asan over-the-top (OTT) transmission. In this context, in one example, thecontent-distribution system 102 can receive the modifiablecontent-segment via one communication interface (e.g., an HDMIinterface), and the content-presentation device 104 can receive thesupplemental content via a different communication interface (e.g., anEthernet or WI-FI interface).

J. Operations Related to the Content-Presentation Device Performing aContent-Modification Operation

At a time-period T41, the content-presentation device 104 can performthe content-modification operation. The content-presentation device 104can do this in various ways, perhaps depending on the type ofcontent-modification operation to be performed.

In one example, the content-presentation device 104 performing acontent-modification operation can involve the content-presentationdevice 104 modifying the modifiable content-segment by replacing it withsupplemental content. This is referred to herein as a“content-replacement operation.” For example, in this scenario, thecontent-presentation device 104 can receive a linear sequence of contentsegments that includes the modifiable content-segment and the associatedmetadata, and can also receive the supplemental content segment, asdescribed above. The content-presentation device 104 can output forpresentation the sequence of content segments up until the modificationstart-time (which corresponds to the start of the modifiablecontent-segment), at which time the content-presentation device 104 canswitch to outputting for presentation the supplemental content instead.Then, at the modification end-time (which corresponds to the end of themodifiable content-segment), the content-presentation device 104 canswitch back to outputting for presentation the content that follows inthe linear sequence of content segments (or perhaps to other content,such as additional supplemental content that is replacing anothermodifiable content-segment).

In one example, the operation of the content-presentation device 104switching from outputting the sequence of content segments to outputtingthe supplemental content can involve using various buffers of thecontent-presentation device 104. For example, this can involve thecontent-presentation device 104 switching from using first data in afirst input buffer where the sequence of content segments is beingreceived to using second data in a second input buffer where thesupplemental content is being received, to populate a display buffer.

As such, according to one example as illustrated in FIG. 3, byperforming a content-replacement operation, the content-presentationdevice 104 can replace the AD SEGMENT B 302-B with the AD SEGMENT B304-B. As a result, rather than outputting for presentation the RECEIPTSEQUENCE 304, the content-presentation device can instead output forpresentation the FIRST MODIFIED SEQUENCE 306.

In another example, the content-presentation device 104 performing acontent-modification operation can involve the content-presentationdevice 104 modifying a modifiable content-segment by overlaying on themodifiable content-segment, overlay content (referred to herein as a“content overlay operation”). For example, in this scenario, thecontent-presentation device 104 can again receive a linear sequence ofcontent segments that includes the modifiable content-segment and theassociated metadata, and the content-presentation device 104 can alsoreceive the supplemental content, as described above.

The content-presentation device 104 can then output for presentation themodifiable content-segment as it ordinarily would, except that startingat the modification start-time, the content-presentation device 104 canstart overlaying the supplemental content on the modifiablecontent-segment. The content-presentation device 104 can continueoverlaying the supplemental content until the modification end-time. Inthis way, the content-presentation device 104 can overlay thesupplemental content during at least some temporal portion of themodifiable content-segment.

In one example, the operation of the content-presentation device 104overlaying supplemental content on the modifiable content-segment caninvolve using various buffers of the content-presentation device 104.For example, this can involve the content-presentation device 104 usinga portion of first data in a first input buffer where the sequence ofcontent segments is being received together with second data in a secondinput buffer where the supplemental content is being received, for thepurposes of populating a display buffer. In this way, thecontent-presentation device can combine relevant portions of themodifiable content-segment (i.e., all portions except those representingregion where the supplemental content is to be overlaid) together withthe supplemental content to be used as an overlay, to create the desiredmodifiable content-segment plus the supplemental content overlaidthereon.

As such, according to one example as illustrated in FIG. 3, byperforming a content overlay operation, the content-presentation device104 can overlay supplemental content on the AD SEGMENT B 302-B, therebymodifying it to AD SEGMENT B 304-B′. As a result, rather than outputtingfor presentation the RECEIPT SEQUENCE 304, the content-presentationdevice can instead output for presentation the SECOND MODIFIED SEQUENCE308.

K. Tracking and Reporting Operation-Related Data

To help facilitate performance of various operations such as thecontent-presentation device 104 performing a content-modificationoperation and to help allow for the tracking and reporting of suchoperations, the content-modification system 100 and/or componentsthereof can track and report various operation-related data at varioustimes and in various ways.

As just a few illustrative examples, responsive to certain operationsbeing performed, such as those described herein, thefingerprint-matching server 106, the content-presentation device 104,and/or another entity can generate, store, and/or transmit messages thatindicate (i) that a modifiable content-segment has been identified, (ii)that a channel has been identified/confirmed (perhaps based on a matchdetected as a result of a cold or hot match attempt), (iii) that anupcoming content modification opportunity on the identified channel hasbeen identified, (iv) that supplemental content has been requested, (v)that supplemental content has been received, (vi), that acontent-modification operation has started, (vii) that acontent-modification operation has ended, and/or (viii) that a scheduledcontent-modification operation was aborted and/or not performed for anygiven reason. In some cases, these messages can include other metadatarelated to these operations. For example, the metadata can specifyrelevant timing information, device identifiers, channel identifiers,content segment identifiers, etc.

L. Watermark-Based Techniques

Although this disclosure has described the content-modification system100 using fingerprint-based technology to perform various operations andto provide various features, in some examples, the content-modificationsystem 100 can use watermark-based techniques instead of, or in additionto, fingerprint-based techniques, to perform these and other operationsand to provide these and other features.

For example, as an alternative to the fingerprint-based techniquedescribed above in which the fingerprint-matching server 106 identifiesthe channel on which the second content is being received by thecontent-presentation device 104, the content-distribution system 102 oranother entity can insert a channel identifier in the form of awatermark into the second content, such that the fingerprint-matchingserver 106, the content-presentation device 104, or another entity canextract the channel identifier and use it to identify the channel onwhich the second content is being received by the content-presentationdevice 104.

In this context, the content-modification system 100 can employ anywatermark technique now known or later developed.

M. Operations Related to a Content-Modification Operation Testing andReporting Feature

As discussed above, a content-presentation device 104 can prepare forand perform content-modification operations. In some situations, it canbe desirable for the content-modification system 100 (e.g., thecontent-presentation device 104, other content-presentation devices,and/or other components of the content-modification system 100) toperform one or more of the operations described herein for testingpurposes.

In one example, this can involve the content-presentation device 104performing certain operations involved in preparing for and carrying outa content-modification operation, but without actually performing thecontent-modification operation. The result of the performance of suchoperations can help inform the content-modification system 100 as towhether the content-presentation device 104 is capable of performing(e.g., capable of completing) a content-modification operation. Thecontent-modification system 100 can then make informed decisions basedon the results of this testing.

Example operations related to this testing feature will now be describedin more detail. Although the following example operations will bedescribed herein primarily as being performed by a content-presentationdevice 104, other entities of the content-modification system 100 couldperform one or more of such operations in alternative embodiments.

To begin with, as discussed above, the content-presentation device 104can identify an upcoming content modification opportunity on anidentified channel, where the opportunity relates to a modifiablecontent-segment (in that the opportunity is an opportunity to modify amodifiable content-segment). The content-presentation device 104 canidentify this opportunity in various ways. In some examples, the act ofidentifying the upcoming content modification opportunity can involvereceiving an indication of the upcoming content modification opportunityfrom the fingerprint-matching server 106 or other component of thecontent-modification system 100. As a more particular example, thecontent-presentation device 104 can receive, from thefingerprint-matching server 106, reference fingerprint data andcorresponding metadata as described above. The metadata can specify anupcoming content modification opportunity on the identified channel,such as by way of identifying a modification start-time and/or amodification end-time. The content-presentation device 104 can then usethe metadata to identify the upcoming content modification opportunity.

The content-presentation device 104 can also receive the modifiablecontent-segment and perform a set of operations to prepare thecontent-presentation device 104 to perform a content-modificationoperation in connection with the identified upcoming contentmodification opportunity. This set of operations to prepare thecontent-presentation device 104 to perform a content-modificationoperation is also referred to herein as “preparation operations.” Theacts of receiving the modifiable content-segment and performing thepreparation operations can be performed in one or more of the mannersdescribed above with respect to content-replacement operations andcontent-overlay operations, or can be performed in other manners.

The preparation operations can involve one or more operations leading upto, but not including, the actual content-modification operation itself.For example, the preparation operations can involve thecontent-presentation device 104 retrieving (e.g., downloading)supplemental content as described above.

As another example, the preparation operations can also involve loadingthe retrieved supplemental content into an input buffer of thecontent-presentation device 104 as described above. In someimplementations, the input buffer can be the display buffer that thecontent-presentation device 104. Additionally or alternatively, theinput buffer can be a test buffer that is separate from the displaybuffer and configured for use with the testing feature described herein.As such, the content-presentation device 104 can be configured topopulate the test buffer with the supplemental content, but not to usethe supplemental content in the test buffer for performing acontent-modification operation such as a replacement operation or anoverlay operation.

As another example, the preparation operations can involve thecontent-presentation device 104 outputting a linear sequence of contentsegments (e.g., program segments and advertisement segments) up untilthe modification start-time (which corresponds to the start of themodifiable content-segment) as described above. As yet another example,the preparation operations can involve the content-presentation device104 outputting at least a portion of the modifiable content-segment.Other example operations for preparing the content-presentation device104 to perform a content-modification operation in connection with theidentified upcoming opportunity are possible as well.

Before, during, or after performance of one or more of theaforementioned acts, the content-presentation device 104 can receive aninstruction to operate in a test mode. The instruction can be receivedby any one or more of the components of the content-modification system100, such as the fingerprint-matching server 106. In some situations,such as those described above where metadata is received by one or morecomponents of the content-modification system 100 and used to identifythe upcoming content modification opportunity, the metadata mightinclude the instruction.

The instruction can take various forms. For example, the instruction canbe or include an instruction to not perform a content-modificationoperation in connection with the upcoming content modificationopportunity on the channel. That is, the instruction can be or includean instruction not to modify the received modifiable content-segmentwith supplemental content. To facilitate this, the instruction mightinclude various metadata such as a channel identifier, a modificationstart-time, and/or a modification end-time. The content-presentationdevice 104 can thus receive the instruction and responsively take actionnot to perform any content-modification operation in connection with theupcoming content modification opportunity.

The instruction can include other instructions as well, in addition toan instruction to not perform a content-modification operation inconnection with the upcoming content modification opportunity. Forexample, the instruction can include an instruction to retrieve aparticular type of supplemental content, such as test supplementalcontent that is stored and designated for use for the test mode. Asanother example, the instruction can include an instruction to use thetest buffer as an input buffer.

In some examples, the instruction can include an instruction to performone or more of the acts described herein, such as identifying anupcoming content modification opportunity on an identified channel,receiving the modifiable content-segment, and/or performing thepreparation operations to prepare the content-presentation device toperform a content-modification operation. As a more specific example,the instruction can be or include an instruction to perform as many ofthe preparation operations (or other acts described herein) as thecontent-presentation device 104 is capable of performing (e.g.,completing) without encountering an error, but without actuallyperforming the content-modification operation. In the event that thecontent-presentation device 104 encounters and error and cannot completea particular act or preparation operation, the content-presentationdevice 104 can generate and transmit reporting data indicating theerror, as will be described in more detail below.

In response to receiving the instruction, the content-presentationdevice 104 can output for presentation the modifiable content-segmentwithout a modification that relates to supplemental content (e.g.,without modifying the modifiable content-segment with supplementalcontent). The act of outputting the modifiable content-segment without amodification that relates to supplemental content can involve thecontent-presentation device 104 outputting, beginning at themodification start-time, the modifiable content-segment as-is withoutreplacing the modifiable content-segment with supplemental content andwithout overlaying supplemental content on the modifiablecontent-segment. Consider, for example, a situation in which there is anupcoming content modification opportunity to perform acontent-replacement operation on a modifiable advertisement segment. Inthis situation, the content-presentation device 104 can download areplacement advertisement segment, load the replacement advertisementsegment into an input buffer, and then, starting at the modificationstart-time, output the modifiable advertisement segment as-is (i.e.,without replacing it with the replacement advertisement segment). Theact of outputting the modifiable content-segment can involve otheractions as well, and other specific examples are also possible, such asexamples involving content overlay opportunities.

In some situations, it might be desirable to have thecontent-presentation device 104 continue to perform content-modificationoperations while a test is occurring, particularly in situations wherethe content-presentation device's normal operation might otherwise beinterrupted by the test mode. To facilitate this, for example, thecontent-presentation device 104 can include two or more buffers, one ofwhich (e.g., the test buffer) being designated for supplemental contentfor the testing feature described above and at least one other (e.g.,the first and second buffers described above) being designated forsupplemental content for performing content-modification operations onmodifiable content-segments. In addition, the content-presentationdevice 104 might include and/or be communicatively linked to twoseparate display devices, one designated for testing purposes and theother designated for outputting content to end-users including modifiedcontent segments. Other examples are possible as well. In othersituations, operation in the test mode might not impede thecontent-presentation device 104 from providing a desirable userexperience.

Having received the instruction and acted accordingly, thecontent-presentation device 104 can transmit reporting data related tothe performed set of operations (i.e., the performed preparationoperations). The content-presentation device 104 can transmit thereporting data to one or more of the components of thecontent-modification system 100, such as the fingerprint-matching server106.

The reporting data can take various forms. For example, the reportingdata can be or include an indication (e.g., binary indication) ofwhether the performed preparation operations were performedsuccessfully. Whether or not the performed preparation operations wereperformed successfully might depend on whether an error was encounteredduring its/their performance, as discussed above.

In other examples, the reporting data can specify, in varying degrees ofdetail, the nature of any error encountered and/or any preparationoperation or other act that was performed successfully. For instance,the reporting data might list each preparation operation or other act inthe order in which they were performed and specify respectiveinformation for each preparation operation or other act. Suchinformation might include a binary indication as to whether thepreparation operation or other act was performed successfully, an errorcode (if an error was encountered), a time stamp associated with whenthe preparation operation or other act was completed, a time stampassociated with when the error was encountered (if any), and/or a textdescription of a more specific explanation as to the error thatoccurred, among other possible information.

As a more specific example, the reporting data can be or include a timeat which the content-presentation device 104 retrieved the supplementalcontent, a download speed at which the supplemental content wasdownloaded, and/or a total time for downloading the supplementalcontent. The reporting data might also indicate that the time at whichthe content-presentation device 104 retrieved the supplemental contentis before a scheduled modification start-time of thecontent-modification operation. If the supplemental content wasretrieved on time to perform a content-modification operation using thesupplemental content, such as due to a long download time for thesupplemental content but a short transmission delay between thecontent-distribution system 102 and the content-presentation device 104,the reporting data might indicate that the supplemental content was notretrieved on time. Such reporting data might also indicate how much ofthe supplemental content was downloaded, how long the supplementalcontent took to partially download, a transmission delay between thecontent-distribution system 102 and the content-presentation device 104,and/or other information related to the error. In situations where thecontent-presentation device 104 determines that it has experiencedbandwidth issues (e.g., low bandwidth) or other network performanceissues that rendered the content-presentation device 104 unable toperform one or more preparation operations, the reporting data mightindicate such issues as well in varying levels of detail.

As another more specific example, the reporting data can be or includean indication that the content-presentation device 104 loaded retrievedsupplemental content into an input buffer (e.g., the test buffer) of thecontent-presentation device 104 before a scheduled modificationstart-time of the content-modification operation. Many other examples ofreporting data are possible.

By transmitting the reporting data, the content-modification system 100can determine whether the content-presentation device 104 is capable ofperforming content-modification operations, which in turn can informdecisions about whether the content-modification system 100 shouldattempt to schedule the content-presentation device 104 to performfuture content-modification operations. This might also inform thecontent-modification system 100 or user thereof as to how to take actionto resolve any errors if the content-presentation device 104 iscurrently incapable of performing a content-modification operation.Further, this can be particularly useful in content-modification systemsthat include numerous (e.g., hundreds or thousands) ofcontent-presentation devices, so that the content-modification system100 can provide desirable user experience across all such devices.

FIG. 5 is a flow chart of an example method 500. At block 502, themethod 500 includes identifying, by a content-presentation device, anupcoming content modification opportunity on an identified channel,where the identified upcoming content modification opportunity relatesto a modifiable content-segment.

At block 504, the method 500 includes receiving, by thecontent-presentation device, the modifiable content-segment.

At block 506, the method 500 includes performing, by thecontent-presentation device, a set of operations to prepare thecontent-presentation device to perform a content-modification operationin connection with the identified upcoming content modificationopportunity on the identified channel.

At block 508, the method 500 includes receiving, by thecontent-presentation device, an instruction to operate in a test mode.

At block 510, the method 500 includes responsive to receiving theinstruction, outputting, by the content-presentation device, forpresentation the modifiable content-segment without a modification thatrelates to supplemental content.

At block 512, the method 500 includes transmitting, by thecontent-presentation device, reporting data related to the performed setof operations.

The method 500 and related acts can be performed at least in part by thecontent-presentation device 104. In some implementations, the method 500and related acts can be performed at least in part by another devicewithin the content-modification system 100.

As discussed above, implementations of the disclosed methods and systemsprovide technological improvements that are particular to computernetworks and computing systems, for example, content-modificationsystems such as content-modification system 100.

Various technological problems can exist in systems configured toproduce and provide content (e.g., targeted content) to end-users, suchas inefficiency and computational complexity. These technologicalproblems can be particularly apparent in content-modification systemswhere numerous content-distribution systems are transmitting largeamounts of video content over long periods of time to numerouscontent-presentation devices, and when it is desired to modify manycontent segments received and presented by these content-presentationdevices. The above-described operations and various implementationsthereof can be integrated into these and other content-modificationsystem environments to wholly or partially solve these and othertechnological problems.

These and other improvements have been described in detail herein,although the operations described herein are for purposes of example andimplementations of the disclosed methods and systems can provide otherimprovements as well.

IV. Example Variations

Although the examples and features described above have been describedin connection with specific entities and specific operations, inpractice, there are likely to be many instances of these entities andmany instances of these operations being performed, perhapscontemporaneously or simultaneously, on a large-scale basis. Indeed, inpractice, the content-modification system 100 is likely to include manycontent-distribution systems (each potentially transmitting content onmany channels) and many content-presentation devices, with some or allof the described operations being performed on a routine and repeatingbasis in connection with some or all of these entities.

In addition, although some of the operations described in thisdisclosure have been described as being performed by a particularentity, the operations can be performed by any entity, such as the otherentities described in this disclosure. Further, although the operationshave been recited in a particular order and/or in connection withexample temporal language, the operations need not be performed in theorder recited and need not be performed in accordance with anyparticular temporal restrictions. However, in some instances, it can bedesired to perform one or more of the operations in the order recited,in another order, and/or in a manner where at least some of theoperations are performed contemporaneously/simultaneously. Likewise, insome instances, it can be desired to perform one or more of theoperations in accordance with one more or the recited temporalrestrictions or with other timing restrictions. Further, each of thedescribed operations can be performed responsive to performance of oneor more of the other described operations. Also, not all of theoperations need to be performed to achieve one or more of the benefitsprovided by the disclosure, and therefore not all of the operations arerequired.

Although certain variations have been described in connection with oneor more examples of this disclosure, these variations can also beapplied to some or all of the other examples of this disclosure as welland therefore aspects of this disclosure can be combined and/or arrangedin many ways. The examples described in this disclosure were selected atleast in part because they help explain the practical application of thevarious described features.

Also, although select examples of this disclosure have been described,alterations and permutations of these examples will be apparent to thoseof ordinary skill in the art. Other changes, substitutions, and/oralterations are also possible without departing from the invention inits broader aspects as set forth in the following claims.

What is claimed is:
 1. A method comprising: identifying, by a content-presentation device, an upcoming content modification opportunity on an identified channel, wherein the identified upcoming content modification opportunity relates to a modifiable content-segment; receiving, by the content-presentation device, the modifiable content-segment; performing, by the content-presentation device, a set of operations to prepare the content-presentation device to perform a content-modification operation in connection with the identified upcoming content modification opportunity on the identified channel; receiving, by the content-presentation device, an instruction to operate in a test mode; and responsive to receiving the instruction, outputting, by the content-presentation device, for presentation the modifiable content-segment without a modification that relates to supplemental content.
 2. The method of claim 1, wherein the instruction to operate in the test mode specifies an instruction to not perform a content-modification operation in connection with the upcoming content modification opportunity on the channel.
 3. The method of claim 1, wherein identifying the upcoming content modification opportunity on the channel comprises: receiving reference fingerprint data and corresponding metadata, wherein the metadata specifies an upcoming content modification opportunity on the channel; and using the metadata to identify the upcoming content modification opportunity.
 4. The method of claim 3, wherein the metadata further specifies an instruction to not perform a content-modification operation in connection with the upcoming content modification opportunity on the channel, and wherein receiving the instruction to operate in a test mode comprises receiving the metadata.
 5. The method of claim 1, wherein performing the set of operations to prepare the content-presentation device to perform the content-modification operation comprises: retrieving supplemental content.
 6. The method of claim 5, wherein performing the set of operations to prepare the content-presentation device to perform the content-modification operation comprises: loading the retrieved supplemental content into an input buffer of the content-presentation device.
 7. The method of claim 1, further comprising: transmitting, by the content-presentation device, reporting data related to the performed set of operations.
 8. The method of claim 7, wherein the reporting data comprises a time that the content-presentation device retrieved the supplemental content, and wherein transmitting the reporting data related to the performed set of operations comprises transmitting reporting data that indicates that the time the content-presentation device retrieved supplemental content is before a scheduled modification start-time of the content-modification operation.
 9. The method of claim 7, wherein transmitting the reporting data related to the performed set of operations comprises transmitting reporting data that indicates that the content-presentation device loaded retrieved supplemental content into an input buffer of the content-presentation device before a scheduled modification start-time of the content-modification operation.
 10. The method of claim 1, wherein the content-presentation device comprises a television set, and wherein the supplemental content comprises video content.
 11. A non-transitory computer-readable storage medium, having stored thereon program instructions that, upon execution by a processor, cause performance of a first set of operations comprising: identifying, by a content-presentation device, an upcoming content modification opportunity on an identified channel, wherein the identified upcoming content modification opportunity relates to a modifiable content-segment; receiving, by the content-presentation device, the modifiable content-segment; performing, by the content-presentation device, a second set of operations to prepare the content-presentation device to perform a content-modification operation in connection with the identified upcoming content modification opportunity on the identified channel; receiving, by the content-presentation device, an instruction to operate in a test mode; and responsive to receiving the instruction, outputting, by the content-presentation device, for presentation the modifiable content-segment without a modification that relates to supplemental content.
 12. The non-transitory computer-readable storage medium of claim 11, wherein the instruction to operate in the test mode specifies an instruction to not perform a content-modification operation in connection with the upcoming content modification opportunity on the channel.
 13. The non-transitory computer-readable storage medium of claim 11, wherein identifying the upcoming content modification opportunity on the channel comprises: receiving reference fingerprint data and corresponding metadata, wherein the metadata specifies an upcoming content modification opportunity on the channel; and using the metadata to identify the upcoming content modification opportunity.
 14. The non-transitory computer-readable storage medium of claim 13, wherein the metadata further specifies an instruction to not perform a content-modification operation in connection with the upcoming content modification opportunity on the channel, and wherein receiving the instruction to operate in a test mode comprises receiving the metadata.
 15. The non-transitory computer-readable storage medium of claim 11, wherein performing the second set of operations to prepare the content-presentation device to perform the content-modification operation comprises: retrieving supplemental content.
 16. The non-transitory computer-readable storage medium of claim 11, wherein performing the second set of operations to prepare the content-presentation device to perform the content-modification operation comprises: loading the retrieved supplemental content into an input buffer of the content-presentation device.
 17. The non-transitory computer-readable storage medium of claim 11, further comprising: transmitting, by the content-presentation device, reporting data related to the performed set of operations.
 18. The non-transitory computer-readable storage medium of claim 17, wherein the reporting data comprises a time that the content-presentation device retrieved the supplemental content, and wherein transmitting the reporting data related to the performed second set of operations comprises transmitting reporting data that indicates that the time the content-presentation device retrieved supplemental content is before a scheduled modification start-time of the content-modification operation.
 19. The non-transitory computer-readable storage medium of claim 17, wherein transmitting the reporting data related to the performed second set of operations comprises transmitting reporting data that indicates that the content-presentation device loaded retrieved supplemental content into an input buffer of the content-presentation device before a scheduled modification start-time of the content-modification operation.
 20. A computing system comprising: a processor; and a non-transitory computer-readable storage medium, having stored thereon program instructions that, upon execution by the processor, cause performance of a first set of operations comprising: identifying, by a content-presentation device, an upcoming content modification opportunity on an identified channel, wherein the identified upcoming content modification opportunity relates to a modifiable content-segment; receiving, by the content-presentation device, the modifiable content-segment; performing, by the content-presentation device, a second set of operations to prepare the content-presentation device to perform a content-modification operation in connection with the identified upcoming content modification opportunity on the identified channel; receiving, by the content-presentation device, an instruction to operate in a test mode; and responsive to receiving the instruction, outputting, by the content-presentation device, for presentation the modifiable content-segment without a modification that relates to supplemental content. 